Many investors prefer to work with asset managers they already know and trust, so trust in a brand plays a crucial role in their decision-making process. Wellington Management is a company that has historically kept a low profile, so they recognised they had lower brand awareness compared to its competitors in important markets within the financial community. However, they launched a global brand campaign with the goal of increasing brand awareness and establishing a strong reputation in the market.The campaign included a brand film that reintroduced Wellington Management to both clients and a wider audience. The film showcased diverse perspectives and the importance of healthy debate, highlighting the company's unique approach to investing. Wellington Management values different well-informed viewpoints because it leads to better insights and investment outcomes while building a sustainable firm. The video aimed to build trust in Wellington's ability to manage investments and contribute to a better future.
The impact of the video on the firm's objective of increasing brand recognition has been significant. It was prominently featured on the campaign landing page and attracted an impressive 106,000 visitors, with 101,000 of them being entirely new to the company. This remarkable achievement demonstrates the campaign's success in capturing the attention of a previously untapped and specific target audience of high-net worth individuals and institutional investors.
With these accomplishments, Wellington Management has taken significant strides towards establishing itself as a leading global investment firm.